Doe-Anderson Gains Lexmark

ATLANTA-Two months after losing R.J. Reynolds’ $37 million Winston creative account, Doe-Anderson has won Lexmark International’s U.S. consumer printer business.

The Louisville, Ky., shop bested incumbent Ott Communications and Creative Alliance, both of Louisville, and Keller Crescent in Evansville, Ind., in a review.

Doe-Anderson’s ex-perience in promoting Valvoline, the Kentucky Lottery and Winston contributed to the win, according to agency president and chief executive officer Dave Wilkins. He called the agency’s client presentation straightforward and informative.

“Our strategy will be to help consumers understand the equipment as well as the value of the product,” Wilkins said.

The assignment encompasses re-tail merchandising, point-of-sale and training materials, promotional marketing, package design and dealer ads. No consumer broadcast or print advertising is anticipated.

Billings are undisclosed. Ad spending last year totaled $5.5 million, per Competitive Media Reporting.

Wilkins, anticipating an increase in the local client’s media budget, confirmed that the maker of color ink-jet printers will be one of Doe-Anderson’s top five accounts. Agency layoffs made last month in the wake of Winston’s departure remain in effect.

Wilkins said he has been eying the Fortune 500 company for years.

“Lexmark is a company on the move,” he said, pointing to its No. 2 ranking in U.S. sales behind Hewlett-Packard of Palo Alto, Calif.

An IBM spinoff, Lexmark generated revenue of $3.8 billion in 2000.

“Digital photography and the Internet has revolutionized this category,” said Jim White, Doe-Anderson’s executive vice president and chief creative officer. “We thought of how important color pictures have become over the printed word and tied our strategy to what Lexmark is doing.”

According to White, the shop will promote the client’s systems to both office product suppliers and photographic departments.

“The new printers allow stores like Wal-Mart to be a player in the digital photography business,” White said, adding that outlets like Best Buys, which focus on equipment, can add a steady stream of customers for paper and supplies.

White referred to the Winston loss as addition by subtraction.

“Financially, it was great,” he said, “but we couldn’t get our hands off it long enough to focus on anything else.”